1、Daily Telegraph: history,1855, founded by Colonel Sleigh, Daily Telegraph and Courier, Joseph Levy, a quality paper for the majority Edward Levi Lawson, “father of British press”(headlines, exclusives, etc) 1928, William Berry 1985, a Canadian Telecom company,Daily Telegraph: characteristics,Owned b
2、y Hollinger International BRITAINS BEST-SELLING QUALITY DAILY Torygraph, conservative, right www.telegraph.co.uk,Daily Telegraph: strategy of attracting young readers (marketing),Public relation: on-line news, propaganda Promotion: gifts, lottery, ads “Fantasy Football” 50% discount on campus, spons
3、or students activities Sts editors meeting, visit, interview, Juice Sponsoring sports and other activities Market research Internal communication: a magazine,The Guardian: history(I),1821, “The Manchester Guardian”, weekly, John Edward Taylor 1857, daily 1872, Richard Scott, editor-in-chief 1907, ow
4、ned by Scott 1932, Scott Trust(another way of owning a newspaper),The Guardian: history(II),1959, “The Guardian” 1964, Manchester to London 1976, out of Fleet Street 1993, Acquire “The Observer”(1791, the earliest Sunday newspaper in UK) www.guardian.co.uk, one of the best in UK,The Guardian,Publish
5、ed by The Guardian and Manchester Evening News Ltd. Owned by Scott Trust Trust fund ownership to maintain its independence in ownership, finance and political inclination The only one Readership: politicians and intellectuals A wide journalists network A column called “The Third World” Bold headline
6、s, eye-catching layout Emphasis on comments,The Guardian,Well-known for being creative G2, the first small-sized supplement Readers editor,The Guardian,Liberal in politics, support Liberal Party and Labor Party An important force to balance the public opinion in Conservative opinion-dominated Britis
7、h newspapers Iraq war,The Guardian: a day(I),09:00, editors read other newspapers 10:00, editors meeting, a list of news and reports, cover report 10:20, discussion of the lists of domestic news, international news, economic news, sports news and photos 10:00-11:00, department meetings, feature arti
8、cles(art, education, women, etc), editorial and commentary, 12:00, editorial meeting 12:30, selected news and reports, titles, page concept, layout,The Guardian: a day(II),02:00, copy editors began to work 15:15, ads layout sample 16:30, photos 17:00, meeting to check the last selection and layout,
9、click to send them to printing centers 18:20, cartoons 21:00, small adjustments 22:30, printing, packaging, transporting Some other editions,The Observer,Founded by WS Bourne in 1791 Owned by Guardian Media Group www.observer.co.uk Published on Sunday Thick,Sunday newspapers,Independent, competitive
10、 eg. The Guardian is for the Iraq War, but The Observer is against it. Daily Mail is conservative, but Sunday Mail is liberal.,Sunday newspapers,Feb, 2004,big three,“The Times is read by the people who run the country.The Guardian is read by the people who like to run the country.The Financial Times
11、 is read by the people who own the country.The Daily Telegraphy is read by the people who remember the country as it used to be.”-Ross Davis “Inside the Fleet Street”,New York Times is read by people who think they are running the country. Wall Street Journal is read by people who is actually running the country.Los Angeles Times Washington Post,big three,
